Enterprise Management Associates (EMA) is impressed with Canonical’s focus on automation as the foundation for scalability in DevOps, cloud, containers, and IoT. "We have to be benchmarked against public clouds in strict economic terms," says Mark Shuttleworth, CEO at Canonical. This means that Canonical must address OPEX as the core pain point of private cloud that drove customers into the arms of Amazon and Azure. Canonical seeks to offer hybrid clouds that, at scale, are cheaper to operate than it would be to rent resources from one of the megaclouds.